Snowflake’s annual user conference is under way, so we have a blizzard (sorry not sorry) of announcements from and about them. I’ll just highlight private previews of a new Large Language Model, based on last year’s Applica acquisition. It will focus on making unstructured data more usable, and thus encouraging companies to store more of it in Snowflake.
RudderStack has launched a feature to build unified customer profiles in a Snowflake data warehouse. The new feature, called, um, Profiles, builds an identity graph and uses it to assemble a customer data table that can include user-defined attributes such as lifetime purchases and last interaction date. It joins Rudderstack’s existing tools for data collection and distribution to create what’s effectively an integrated CDP. The main difference from a conventional CDP is the same Snowflake instance could contain non-CDP data.
Alliances between ad platforms and retail sales measurement vendors have become so common I may stop writing about them. They were originally worth noting because they’re one way that marketers adjust to the loss of data from third-party cookies. Before dropping the veil of silence, I’ll mention that self-serve programmatic ad platform StackAdapt now gives its clients access to retail foot traffic data from Precisely PlaceIQ.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.